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Optimizing Content for Your Brand on Social Media

Every
broadcast medium today suffers from the challenge of being able to create
consistently good content for their audiences.

With the
frequency of the content shared on social media being much higher than say a
radio or a TV show, or a magazine, it is all the more challenging for brands
that pursue to ‘socialize’ with effective content.

The Challenge

A major
differentiator for a brand amongst the clutter can be effective content.
Majorly, because all brands do not have the appetite of spending consistently
and heavily on engagements, media spends or gratifications on Facebook.

On other
popular platforms like Twitter and Linkedin, the stakes are even high since you
have a smaller audience base and the budget requirements of these platforms are
much more demanding than Facebook.

Here are
some of my experiences that have works for brands.

Can you create additional value for
the users?

This is
probably the most difficult question to get an answer for, from your client!
Yes, the brand custodians should be first ones to give a shot at this hurdle.

However,
there are situations where the client or say the product team cannot decide
what’s best for such a medium and the social media team or the agency, hence
has to take a call on what the most appropriate fit amongst the offerings.

Eventually,
the objective should be to create additional value for your fans and followers.
P.S. – This is not a mandatory criteria, there a number of brands that exist
effectively on social platforms without taking care of this point. How? I have
explained that further. Read on.

Pick up a genre

To take the
above point forward, the value generated from the content created could
cater from one or more of a variety of genres.

It could be
based on sharing information, current events, humour, poems, educational,
experiential, niche information sharing, etc

What’s your style?

At times,
the brand exists on social space amongst intense competition, and does not have
a value proposition for its audience on social media. The internal social media
team or the agency has to figure out a unique way of putting it across to
people.

And there
are number of brands that are already doing a good job at it. If one could set
a flavour of the page, it creates a strong recall value for your posts and the
brand.

Creative opportunities with content

It’s obvious
that Facebook is focusing on pushing images and videos more than plain text
posts. Hence, on Facebook, working out a plan for creative opportunities for
releasing content on the page is a must.

Do not look
at a force-fit of visual content with your brand as it can backfire miserably.
Also, stay away from copyright troubles; it isn’t as easy to pick an image
from Google to use on for your posts as get away with it.

Tie ups

Media tie
ups provide great fodder for the brand’s social presence. The terms of volume
and frequency of content that will be made available should be closed right
during the closure of sponsorship deals.

If there
could be exclusive content planned for the users, it works the best. A number
of production houses now launch trailers online, and it has worked wonders for
some average banners, the same logic applies to brands who can sketch out such
a plan for their followers while planning for tie ups.

Create a series

Numerous
series of internet memes are doing rounds on social media these days, mostly
initiated by individuals. There is a great opportunity for brands to tap into
the space.

A consistent
series of templatized images with smart communication will help create a strong
recall value and a good online following for the brand.

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About

This blog is authored by me, Hardik Joshi. I have participated in marketing endeavors of multiple brands going digital in the last decade. The list includes brands from various industries like finance, telecommunications, FMCG’s, NGO’s, automobiles, marketing agencies and a number of B2B brands. This platform is an attempt to share my experiences and opinions.
You can download my eBook, Social Media Handbook - Amateur to Pro here - http://goo.gl/2tJjk
All views shared are my personal views and are not endorsed by a brand or any company.
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Email - hjoshi24@gmail.com
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